For her too
The Client tells me
Black women are disproportionately affected by Triple Negative Breast Cancer but are distrustful of the US healthcare system.
My Strategist side tells me
Black women feel like putting themselves first is selfish, when it’s actually an investment in their own health, the
the well-being of their families, and better outcomes for future generations of Black women diagnosed with TNBC.
My Creative side tells me
Let's show how these women have the most selfless act of all when they are caring for themselves because they are simultaneously caring for all the Black women in their life.
Our women are surrounded by her sisters, all the time, both physically and emotionally. And by viewing them through the lens of our branded color bars, it’s a statement declaring, “READI sees you.”
The color bars that form an equal sign, are a visual representation of the mindset. As a symbol, it isn’t male, nor female. Rather, it speaks to an enlightened level of inclusivity and universality that embodies our core beliefs.
This campaign has tremendous stopping power, and by launching it with out-of-home we can all but guarantee our audience will see it. We know where she works, lives, and plays and that’s where we’ll be.
Wild postings across the city drive home our branding and message to those who pass by, in a cool and modern way that feels a million miles away from conventional health care advertising.
Subway car interiors give us a captive audience where she can look up and take in our longer, more informative messaging.
Wild postings across the city drive home our branding and message to those who pass by, in a cool and modern way that feels a million miles away from conventional health care advertising.
Social Media posts can serve as a perfect vehicle to tell the more intimate perspectives of our patients, caregivers, and medical professionals.
Presence in the doctor’s office will add even more credence to our position as a trusted, credible source of information for our audience. The brochures she finds in the waiting room will be branded and ownable for READI.
MORE PROJECTS
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We will host gala events focused on galvanizing support and fundraising around READI.
Participants would leave all events with useful branded swag such as tote bags that double as a treatment go bag and notebooks to store important information from doctor appointments.